Betting Millions Before the Rules Existed

In this episode of Crushing It, Jonathan Trimble and co-host Rob Cochran sit down with Ed McDermott, founder of EMMAC Life Sciences, the company that became Curaleaf International — one of Europe’s largest vertically integrated cannabis operations. What began as a blank sheet of paper evolved into a multi-country pharmaceutical cannabis enterprise built amid shifting regulatory frameworks, cultural differences, capital constraints, and a global pandemic. Ed shares how he and his team navigated ambiguity, raised millions of euros in uncertain markets, and made high-stakes decisions without fully formed rules to guide them.

The conversation goes far beyond cannabis. Ed opens up about the frenetic first 18 months of building a company from scratch — dividing responsibilities among co-founders, correcting early hiring mistakes, preserving culture under pressure, and learning how to allocate time effectively as a founder. He explains how studying existing regulatory models allowed his team to anticipate how cannabis would ultimately be scheduled and prescribed across Europe, turning educated guesswork into strategic advantage.

Rob brings a deeply personal perspective to the discussion, sharing how cannabis-based treatments provided relief for his father during late-stage pancreatic cancer. That story opens a thoughtful dialogue about medical legitimacy, regulatory compliance, the tension between adult-use and pharmaceutical models, and the political realities shaping the industry on both sides of the Atlantic. Ed addresses everything from supply chain complexity and institutional capital hesitancy to the impact of U.S. rescheduling debates and the long-term outlook for global cannabis markets.

The episode closes with hard-earned entrepreneurial wisdom. Ed reflects candidly on fundraising mistakes, shareholder alignment, capital discipline, and the emotional reality of selling a company. His biggest takeaway? Build carefully, choose investors wisely, and understand that purpose — not just payout — is what sustains founders long after the deal closes. For anyone building in regulated industries, operating under ambiguity, or navigating growth under pressure, this is a masterclass in resilience, leadership, and long-game thinking.